The case illustrates the challenges confronted by a marketing manager when designing, implementing and assessing trade promotion schemes in a very competitive, fast moving, consumer goods multinational company in the emerging Asian market of India. The goal of the case is to supply exposure to the complexities and dynamic context of Asian consumer goods marketing and find out how to design, execute and assess commerce promotion schemes that are aligned with the branding, marketing strategy and marketing communication of the product/brand.
The case illustrates their implementation in the Indian market for snack foods as well as advertising decisions, where factors for example products at little price points, constant product and brand innovation, and effective design of commerce promotion and merchandising schemes are crucial in obtaining and keeping market share.
Snacko India Limited Leveraging Trade Promotions for Competitive Advantage case study solution
PUBLICATION DATE: December 10, 2010 PRODUCT #: 910A24-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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